Meh, you guys are all viewing it as just nav. It is more than nav, it is a better way to play music, dvd movies, etc. Map updates are easy when you get the FSC code cheaper and do it yourself.
The e90 looks plain inside without iDrive and cheap. With iDrive it looks more expensive and gives you more. I can send directions from my computer to my car with google maps. So simple.
I also find that people who don't have it will despise it because they don't have it. Weird.